The effects of co-creation in sustainable packaging design on green brand image

Abstract

Companies are often accused of greenwashing and thus refrained from communicating sustain able measures. This is often the case in packaging. However, packaging is an important mar keting tool that can assist brand image. This study looks at co-creation as a source of sustainable packaging communication that enhances green brand image. As co-creation lies in transparency between consumers and firms this study investigates co-created sustainable packaging as a suit able strategy to communicate sustainable packaging without the risk of being accused of green washing. This study uses experimental research with 140 participantsto test differencesin green brand perceptions of co-created and firm-created sustainable packaging. Contrary to the hy pothesized effects, results show that co-created sustainable packaging negatively influences green brand image. This relationship is fully mediated by green brand trust. Interestingly, the results show that this effect is not achieved by higher trust in the brand claim as co-created sustainable packaging shows lower brand trust when compared to firm-created packaging. Moreover, the study finds that green brand image is not mediated by green skepticism and au thenticity. The findings point to the downsides of communicating co-creation in sustainabilityas it lowers green brand trust and hence, green brand image. It is concluded by discussing the managerial and theoretical implications of the results.

Date of Award	29 Jun 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cláudia Isabel de Sousa Costa (Supervisor)